El Toro wins Silver Effie Award for groundbreaking “Good News Calendar” initiative

Friday, 21 February 2025 00:04 - - {{hitsCtrl.values.hits}}

El Toro, a leading brand committed to sustainability and innovation, announced that its pioneering “Good News Calendar” initiative has earned the Silver Award in the prestigious Brand Experience category at the 2024 Effie Awards. This award marks the highest honour in the category, as no Gold was awarded.

Launched in January 2024, the “Good News Calendar” is a creative response to the national paper shortage caused by rising paper costs amidst the country’s economic challenges. El Toro seized this opportunity to upcycle old newspapers into unique, environmentally friendly calendars, transforming negative news into positive action for both the community and the environment. The initiative was implemented in collaboration with Softlogic Glomark, where consumers were encouraged to exchange three old newspapers for a single “Good News Calendar”, raising awareness about the importance of upcycling and sustainability.

“Winning the Silver Effie Award is a proud moment for El Toro. This initiative not only helped reduce the environmental impact of traditional calendar production but also empowered individuals to take part in a meaningful sustainability practice,” said El Toro General Manager Kelum Hewawasam. “The Good News Calendar is a symbol of hope, transformation, and collective responsibility – values that are at the core of our brand.”

The campaign successfully upcycled over 1,600 kilograms of paper, resulting in a reduction of 14,378 kilograms of CO2 emissions – an impactful decrease in the carbon footprint that would have otherwise been associated with the production of new paper. El Toro’s innovative approach to addressing the paper shortage exemplified how creative thinking can solve environmental issues while promoting positive cultural change.

The initiative not only provided consumers with a practical and desirable product but also fostered a sense of community and environmental responsibility. As a result, the Good News Calendar quickly became a highly sought-after item, with consumers appreciating El Toro’s commitment to sustainability throughout the year.

The “Good News Calendar” has resonated with households across the nation, offering more than just a product – it’s a year-round reminder of the positive impact of sustainable practices and the value of upcycling. El Toro’s creative solution to the paper shortage has elevated brand experience, offering consumers a tangible and meaningful connection to the brand’s sustainability vision.

El Toro’s Silver Effie Award win highlights the power of creativity and sustainability in brand experience, setting a new benchmark for innovative marketing that makes a real difference to the environment and the community. The brand remains dedicated to making an impact through sustainable practices and looks forward to creating more initiatives that challenge the status quo.

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